There was a lot of collective eye rolling when DreamWorks blamed the abysmal opening of Ben Stiller’s “The Heartbreak Kid” on the release of Xbox 360’s Halo 3.

But that’s because most people don’t realize how big the video game industry has become. In fact, video game revenues topped $12 billion in the US last year, compared to $9.5 in domestic movie sales.

Halo 3 alone took in an eye-popping $170 million in sales in the first 24 hours of its release—the highest grossing day in entertainment history.

Of course advertisers have taken notice. According to a Center for Media Research Brief released this morning, one source predicts that in-game video advertising could approach $1 billion within five years.

Hmmm, just what every rabid gamer craves: a virtual Taco Bell break while saving humanity from 26th century alien invaders.